Google Analytics is the de facto, ultimate web analytics tool. It likely does much more than you might think it can do. I gave this presentation to my Business Analytics colleagues at Perficient on 3/27/13. I found it to be a highly interactive, engaging conversation that gave a powerful introduction to what Google Analytics can do, without wandering too deeply into the weeds. This presentation covers Google Analytics in broad strokes. It is designed to be intuitive and easily understood by all audiences, especially for business leaders.

1. Google ANalytics
AN INTRODUCTION
JOSH LEQUIRE
3/27/13

2. INTRODUCTION TO GOOGLE ANALYTICS
ABout Google Analytics (Free)
IS: AUTOMATED TRACKING, reporting, &
visualization solely FOR WEB ANALYTICS
NOT: DATA MANAGEMENT, VISUALIZATION, OR
MODELING tool for anything else
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3. INTRODUCTION TO GOOGLE ANALYTICS
THE OLD WAY
HE useS statistics AS a drunkEN MAN uses lamp
postS, for support rather than illumination.
andrew lang
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4. INTRODUCTION TO GOOGLE ANALYTICS
the new way
OPPORTUNITIES MULTIPLY AS THEY ARE SEIZED.
SUN TZU
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5. INTRODUCTION TO GOOGLE ANALYTICS
USE CASES
Content eCommerce Goals (Funnel) Channel / ROI
Optimization Tracking Tracking Tracking
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6. INTRODUCTION TO GOOGLE ANALYTICS
HOW To Use [Google] analytics
“What gets measured, gets managed.”
‣ objectives - Peter Drucker
‣ metrics
Sites and applications are dynamic objects that act as
‣ results conduits to accomplish your business objectives.
‣ Optimize Implication: use objective-driven, agile methods, not
‣ (repeat) static waterfalls. GA is the tool that puts the rubber on
the road.
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7. The GA GUI
INTRODUCTION TO GOOGLE ANALYTICS JOSH LEQUIRE 7 • 20

8. THE BASICS

9. INTRODUCTION TO GOOGLE ANALYTICS
AUDIENCE Overview
How do your end users engage your site?
Drill down to page and sections to understand
what content frequency, recency, and
engagement.
Bonuses:
‣ are your visitors mostly mobile? (if so and you’re
not responsive yet, get on board)
‣ what is the flow of navigation in your site?
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10. INTRODUCTION TO GOOGLE ANALYTICS
TRAFFIC SOURCES
What drives traffic to your site?
Direct ≈ user initiated
Referral ≈ link to your site
Search ≈ organic + paid searches
MAJOR Bonuses:
‣ Drill-down analytics (in all areas of GA)
‣ Webmaster tools integration
‣ Social (ROI)
‣ AdWords integration (ROI)
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11. INTRODUCTION TO GOOGLE ANALYTICS
CONTENT OVERVIEW
What content works? What doesn’t work?
Focus on:
Content ≈ drill down into pages
Site Speed ≈ user load times
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12. ADVANCED ANALYTICS

13. INTRODUCTION TO GOOGLE ANALYTICS
Goal conversions
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14. INTRODUCTION TO GOOGLE ANALYTICS
ecommerce Tracking
Track critical metrics like:
‣ Product page conversion rates
‣ Per visit value
‣ Cart abandonment rates
‣ Total sales by channel
‣ Days / visits to purchase
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15. INTRODUCTION TO GOOGLE ANALYTICS
content experiments
Don’t know which is your best page?
Let the data speak for itself.
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16. INTRODUCTION TO GOOGLE ANALYTICS
Multi-channel funnels
What channels are giving you the best ROI?
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17. INTRODUCTION TO GOOGLE ANALYTICS
data access
Get access to your data any way you like it. ‣ DASHBOARDS
‣ CUSTOM REPORTING
‣ API
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18. INTRODUCTION TO GOOGLE ANALYTICS
SMART INTEGRATIONS
Optimal for Google
products, but GA
A N A LY T I C S 3P SOFTWARE integrates well (usually
through .js) with others.
ADSENSE
ADWORDS
Google provides an
exceptional knowledge-
base for anything you
need.
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19. INTRODUCTION TO GOOGLE ANALYTICS
Image + Conceptual Credits
‣ BTW - these are also phenomenal sites for additional information on web analytics
‣ All pictures not credited here are my own
‣ Slide 5
‣ Content optimization: http://www.portent.com/blog/analytics/google-analytics-website-optimization-tips.htm
‣ eCommerce Tracking: http://www.mequoda.com/articles/landing-pages/five-essential-elements-for-a-great-sales-letter-landing-page/
‣ Goal (funnel) tracking: http://www.siliconbeachtraining.co.uk/blog/how-funnels-improve-your-goals/
‣ Channel / ROI tracking: http://www.tomorrow-people.com/blog/bid/105795/What-s-The-True-Cost-of-Traditional-Advertising
‣ Slide 13 (both)
‣ http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/
‣ PS - Avinash Kaushik is THE MAN for all things web analytics. I bow down to him. His content ROCKS.
‣ Slide 14
‣ http://www.techiemania.com/6-easy-actionable-seo-tips-to-supercharge-your-e-commerce-site.html
‣ Slide 15
‣ http://marketingland.com/google-analytics-content-experiments-12170
‣ Slide 16
‣ http://www.onbile.com/info/multi-channel-funnels-in-google-analytics/
‣ Slide 17
‣ http://www.tableausoftware.com/solutions/website-analytics
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20. INTRODUCTION TO GOOGLE ANALYTICS
thank YOU
new projects and concepts is what makes
us HAPPY.
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